Something I liked, but initially over-looked from last week’s WWDC was Apple Pay on the web.
I’ve since been looking in to this a bit more and have watched a few of the Developer sessions on it. It has the potential to be huge and fundamentally change how a large number of people actually shop online.
While we don’t see much of Apple Pay here in Finland as it’s not yet available, it has been the largest roll-out, adoption and growth of any payments system - an area I still follow, having worked in the industry for nearly 15 years.
In-app purchases with Apple Pay have seen higher conversion rates, as well as increased engagement in general since its launch. And with a web-launch coming soon, the hope is that this will also be the case across web stores that also implement it.
Apple Pay on the web will essentially allow for one-click purchases (similar to the Amazon process/patent, but on a broader scale), with a single authentication (via the users iPhone or Apple Watch) allowing for multiple individual purchases over a set period of time.
This could have a big impact on things like cart abandonment.
If you go to the likes of Ikea (or pretty much any web store) at the moment, you browse, you add each item to the cart individually, you then view the cart at the end, and pay. But we see lots of abandonment due to people adding too much to carts or long payment processes (creating a new account, logging in, adding card details etc).
With Apple Pay on the web you can browse a store and find an item you like. You click ‘Buy with apple Pay’, the site and browser communicate with your nearby device (which securely holds your card/payment details), you authenticate with your fingerprint, and that’s it. You can now continue browsing the web store and each item you see that you want to buy, you just click ‘Buy with Apple Pay’ and after that first authentication, that’s it. This means no more consolidated cart or shopping basket, and no abandonment due to too much in the cart or signup/login processes.
There will likely be an authentication time-out process, similar to that that you can select on the Mac and iOS App Stores - for example, you may need to re-authenticate 15 minutes after your first purchase/initial authentication - but this will consist of literally just touching the Touch ID sensor of your device again - no login, username, passwords etc.
And while we won’t see this in Finland for quite some time, it’s certainly worth bearing in mind for those that sell online in other markets that have had Apple Pay rolled-out (Australia, Canada, China, Singapore, UK, US) - as well as those that launch between now and the release of iOS 10 and after (France has been announced and Apple has recently said it’s soon going to begin an aggressive expansion and roll-out in to other parts of Europe and worldwide).
Apple Pay on the web is fairly simple to implement, with a small amount of additional code required, as well as adhering to Apple's guidelines, such as having a developer account, using HTTPS on your site, and a number of others. There is also the potential ability to use Apple Pay on the web without an Apple developer account, with some ecommerce platforms providing access and support for it.
Other features as part of Apple Pay on the web include indexing of products in Spotlight, guest checkouts, and the ability to offer account creation based on the user information provided during payment. There is also the ability to implement Apple Pay extensions in the likes of Messages (for peer to peer payments, bill splitting etc), and Maps and Siri, enabling users to pay for things like rides.
iOS 10 and macOS Sierra are both currently in beta and scheduled to be released in September - features and functionality may change between now and then.
Image credit: WWDC 2016 Apple Pay On The Web developer talk